Televised Ads in Presidential Campaigns- Part 4

Clinton’s 1992 campaign revolutionized the speed of response to attack ads, which were the focus of Bush’s first campaign. Clinton’s campaign ads focused on the economic issues of the time, which were important to many. Bush’s campaign attempted to release attack ads similar to 1988, but Clinton had a rapid response team that countered these ads and prevented them from hurting his campaign. Clinton’s biographical ad titled, “Journey” made him relatable to the working-class and gave Americans a personal history of his life. Quick response teams like the one employed by Clinton are now a necessity to every campaign.

Clinton ran for reelection in 1996 against the Republican nominee, Bob Dole. Clinton’s television spots had a higher production value in this campaign and focused on associating Dole with Gingrich, a republican that played a leadership role in the federal government shutdown right before the election. These advertisements blamed the federal government shutdown on the Republican Party and presented Dole in a way that made him look like part of the problem. Other advertisements used by Clinton focused on highlighting his first-term achievements and issues he wanted to approach if given a second term. Some advertisements, specifically one featuring children combined the negative and positive approach. These advertisements involved talking down Dole and promoting Clinton in a positive light. These ads are attack-ads of a less aggressive manner. Bob Dole’s campaign produced television advertisements that questioned Clinton’s character, but it wasn’t enough to concern Americans. Clinton’s advertisements touched on issues of major concern to the people and led to his reelection.

The campaigns of candidates in 2000 were more lighthearted than many before them. George W. Bush was running as the Republican nominee against Democratic nominee, Al Gore. A good economy and few major issues of interest for candidates to work with characterized this election year. The Bush campaign focused on promoting the image of him as a genuine and sincere man in contrast to Gore who was stiffer. Advertisements from both included positive images and music to create warmth. The Bush campaign was very concerned about keeping George as a man of good nature in the public’s eye and this influenced their attack ads. In an attack ad titled, “Really MD,” a female narrator makes sarcastic comments while television clips play of Al Gore speaking. The woman questions Gore’s trustworthiness in a comedic manner. The choice of using a woman’s voice to make the comments about Gore was likely to distance George from the harsh nature of the advertisement. Al Gore’s campaign focused on statistics and less emotion. In 2000 statistics and issues were not topics of concern and these advertisements did little to sell Gore to the public.

Televised Ads in Presidential Campaigns- Part 1

Thanks to archives and thelivingroomcandidate.org, I have watched TV ads used in presidential campaigns from 1952 through 2012. This post is the first part of a series of posts I have written about the way the advertisements have changed through history. I have been most intrigued by the tv spots that changed the way presidential campaigns were conducted forever.

In 1952, Dwight Eisenhower’s catchy “I like Ike” jingle was the first televised advertisement for a presidential campaign. Over the last 61 years television advertisements have played an increasingly vital role in the campaign for presidency. Along with an increase in importance, there has been an increase in spending for airtime to reach the public eye. Television has proven to be the ideal medium for communicating with the masses in the last 16 elections. Presidential campaign ads have evolved with popular culture and trends in the media. The easiest way to understand the role that television advertising has played in presidential campaigns is to start with Ike and watch ads through the Obama administration. This is a time consuming process that can be shortened by focusing on the most influential advertisements. I have compiled my knowledge and research to explain the changes in types of advertisements throughout history and the importance of television advertising in presidential campaigns.

            In 1952 television was not the mass medium that we know it as today. The mass spread of televisions happened in later elections. The transition from radio to television programming was not complete. This can be seen by the strong use of jingles in the first presidential campaign advertisements. Dwight Eisenhower’s campaign released “Ike for President.” In this advertisement animated people hold signs for Ike and an upbeat jingle is played.  Adlai Stevenson’s campaign released an advertisement that featured a woman singing “I love the gov” in the popular music style of the time. The television advertisements in 1952 focused on promoting the candidate and did not say anything about the opponent. This style is almost laughable in comparison to modern campaigns. The “Eisenhower answers America” advertisement is another to note from this year. This ad attempts to make a direct connection with the public by showing citizens asking questions and then Eisenhower answering them. The questions were filmed at a time separate from when Ike filmed the answers and is the first noted deceptive editing to be used in a campaign TV advertisement.